54060: Digital Communities A3 Social Media Strategy for The Eveleigh Hotel - Management Assignment Help

Assignment Task:

Task Description

Students will develop a multi-platform social media strategy for the same client, building on the audit conducted in assessment two. The strategy should address a combination of organic and paid social marketing and influencer marketing as appropriate across at least two platforms. The strategy will make a series of evidence-based recommendations to the client using scholarly and industry literature and also feature two pieces of sample content. The final strategy should be submitted as an interactive PDF and presented as a coherent professional report.  

Brief 

Multiplatform Social Media Strategy 

In this task, you will be developing a multiplatform social media strategy for your client, responding to the audit conducted for assessment two. You will be expected to produce a report that delivers a series of evidence-based recommendations to improve the client’s communication strategy. You will also be required to submit two indicative examples of social content. 

You will be provided with a strategy template that provides a guide to the structure your report should follow. You are strongly encouraged to stick to the template, consulting your tutor before making any major changes. 

Your strategy can involve whatever social media platforms you think are most appropriate for the client, taking into account the organization’s needs and informed by your audience and content analysis conducted in Assignment 2. You can only select two or three platforms. Selecting three platforms will not disadvantage you. We will be marking work based on the coherence and logic of the strategy, not the amount of platforms you choose. The choice of platforms should be justified in the strategy, and should be informed by the analysis provided by the audience and content audit.

The communication strategy needs to: 

• Summarise the findings of the audit conducted in A2 and outline the identified issues.

• Provide a recommended strategy in detail and justify choices.

• Outline options and strategies for producing content and justify recommendations. 

• Outline and justify a recommended risk management strategy.

In addition to this, the strategy should feature two pieces of sample content to demonstrate to the client the style or type of communication being recommended. We will explain what sort of content you might produce later in this brief. 

Decisions and recommendations should be made with reference to the audience and content audit previously conducted, the practices of leading organisations across the sector who are skilled social media communicators, and industry and scholarly literature. This is a significant research task. You will need to find evidence from digital marketing professionals (i.e. professional blogs and industry analyses), research reports, and scholarly literature to support your recommendations. Recommendations that are not supported by evidence will not achieve the level of analysis required. For example – if you think your client should only post to Facebook on Tuesdays at 2pm, and only post video content, you will need to justify why these choices have been made with reference to a mix of industry expertise, scholarly literature, and direct observation of audience behavior.

Background

The background is essentially a short summary of your findings from A2. However, you have less space to work with so do not go into extensive detail. Instead, we want you to briefly outline the organisation, its current and potential audience or audiences, and the current performance of its content. We don’t mind if you reuse one or two sentences from A2 (i.e. your description of the business can be the same) but you should focus on improving what you submitted for A2 by summarising your findings in a concise and readable fashion (like an executive summary). 

Recommended Strategy

Your recommended strategy should clearly outline the goal(s) of the strategy, how they will support the goals of the organization, and detail what changes will need to be made to the current approach. The execution section should show a detailed understanding of the affordances, limitations and expectations of the social media platforms chosen and any recommendation must be evidence based, feasible and supported by industry literature or best practice. While most of the template is focused on the production and posting of social media content and messaging, you might also want to mention a range of broader strategies here that go beyond the scope of the document like competitions or events (if relevant). The execution should also mention if the strategy is targeting a new audience, attempting to reach more of an existing audience, take the organisation’s existing content in a new direction, and provide a justification for this approach.

Sample Content

We want you to produce two pieces of sample content for the organization as examples of how the strategy can be put into action. These can be either on-site (owned media, i.e. hosted on the organization’s own website) or off-site (i.e. on social media). There is no word count for content – that is, the content you produce is in addition to the 1500 word strategy. However, do not go overboard, as text-heavy content does not often work well on social media. Remember that we will be considering the proposed strategy and its effectiveness as a whole.

Content covers a lot of possible things. It can be anything from a case study to a webinar. However, for the purposes of this assessment, we want you to create something small and manageable. Your options are:

• An Instagram post

• A Tweet

• A Short Video (as one piece or as an example “story”)

• A mock-up of an endorsement from a celebrity/influencer

• A short article for a website (500 words max) – this can be the whole article, or just the beginning to indicate style/tone etc.

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